时装造型&视觉营销强化

Fashion Styling & Visual Merchandising Intensive

本科阶段 进阶课程 十二周(三学期)

核心科目

  • 分析与调查
  • 品牌自我识别
  • 风格识别
  • 零售政策

 

用视觉化的语言创造风格
该强化课程旨在探索与时装造型 & 视觉营销相关的领域,通过深入研究时装零售市场,了解视觉传播、时装造型的方方面面,透过创新技巧和最新方法,让学员可以充分理解视觉陈列师和时装造型师的角色与责任。

时装造型师在时装系列、品牌或产品线中扮演着至关重要的角色。他们用文化和美学的作为参考,加入自己独特的视觉语言,强调风格与形象。当然,在视觉营销方面也需要如此,学员将全面学习和应用构成方法、色彩理论、陈列道具和动态展示。在内部展示课程中,学员将研究实体店的设计和布局、展架、店面广告 (POS) 和产品陈列,探索如何通过关注体验和感官的环境设计让客户融入其中,如何传达品牌信息,销售产品,并通过叙述和讲故事的方式,使客户在情感上产生共鸣。该强化课程将战略性和创造性相结合,即关注时装史与行业的前沿趋势,了解客户需求与保持品牌的形象。学员也将根据行业顶尖品牌的设计任务,创意、规划和管理照片拍摄工作。通过研究潮流趋势和服装形象,学习如何构造具有辨识度的风格,探索如何设计和拍摄静物陈列,并根据品牌、产品和样式选择相关的妆容、头发和配饰。除了要理解公司的情况,我们鼓励学员从不同的角度解读品牌形象和思考产品定位,以发现独特的卖点,引起目标客户的兴趣和欲望。

艺术、设计、服装和时尚发展史等文化研究课程为评估品牌或客户的生活方式和传统提供了必备技能。学员将通过深入的学习,培养创造性的思维方式。

本课程是由三个阶段组成的课程,学员将通过不同阶段,循序渐进,不断积累经验。集中式的课程结构,让学员可以在时装造型和视觉营销方面打下坚实的基础,更好地将理论知识和实践相结合,开启崭新的事业方向。

学习重点
• 照片和图像开发、选择和编辑
• 视觉营销策略
• 市场营销策略
• 造型研发与研究
• 潮流与客户分析和预测
• 时装摄影
• 品牌标识与形象
• 平面设计
• 视觉传播史
• 专业作品集

职业发展方向
• 时尚造型师
• 形象顾问
• 视觉陈列师
• 陈列设计师
• 沟通经理

最终成果
完成整个阶段学习的学员将获得马兰戈尼学院毕业证书。

申请研究生阶段课程
学员成功完成强化课程的学分,可直接申请马兰戈尼全球各校区的研究生课程。申请欧洲校区的学员必须完成相关申请程序并满足相关校区所有研究生阶段的入学要求。更多详情敬请联系马兰戈尼上海。

Undergraduate Programmes
Progression Course
3 Levels of 12 Weeks

Study Units

Analyse and Research
Brand Personal Identity
Styling Identity
Retail Strategies

Creating style. Communicating in style
Exploring the key disciplines of Fashion Styling and Visual Merchandising, this dynamic intensive course trains participants in the main technical and theoretical concepts related to fashion style and image. The course focuses on visual communication investigating the many different aspects of fashion styling, using image to persuade and inspire to create an emotional response, and the subsequent step to communicate, sell and promote through effective visual merchandising campaigns.

Fashion stylists play a pivotal role in the success of a fashion collection, a brand or a product. They know how to emphasise style and image, and ‘talk’ through a complex mix of contemporary, cultural and aesthetic references in order to present a captivating and effective campaign. This too is valid for the visual merchandiser. Their role is to develop communication strategies using window displays; looking at composition, colour theory and display dynamics, together with store design and layout, fixtures, use of POS and product presentation, relating to both physical and digital store environments. The course demonstrates how their work must be both strategic and creative: attentive to the historical context and culture of fashion, to current trends and developments in the industry, and yet still keep inline with a client’s brief or brand identity. Participants are also introduced to the key processes in creating and developing professional photo shoots, understanding how to interpret the latest trends in fashion through lighting, accessories, poses, and props, translating style in a contemporary way. Alongside the creative input of the stylist, visual merchandising skills demonstrate how to produce enticing store environments, building core ‘looks’ to engage and guide consumer decisions, and creative displays that ‘move’ products.

Research into the interaction between fashion, design and art further enhances participant’s knowledge of trends and current fashion aesthetics, while a look at key historical moments in fashion and visual image assists in creative thinking.
Structured in three intensive levels or ‘blocks’, participants build on their experience by progressing from one level to another. Due to the concentrated structure of this course, on successful completion participants will have gained a solid base in fashion styling and visual merchandising to enable them to progress further in their studies to a higher level of comprehension and skill*, or embark on a career at entry level.

Learning focus
• Image composition, publishing & editing
• Visual communication
• Marketing communication
• Styling development and analysis
• Trends, style, and storytelling
• Introduction to photography
• Brand identity and retail visual identity
• Graphic design
• Visual history & contexts
• Building a professional portfolio

Possible career paths
• Fashion stylist
• Image consultant
• Visual merchandiser
• Display designer
• Communication manager

Final Award
Participants will be awarded an Istituto Marangoni Certificate

*Progression to Postgraduate Study
On successful completion of the intensive course participants may apply to progress directly onto Postgraduate level study at one of Istituto Marangoni training centres, or European schools. Participants applying to European schools will be required to follow the relevant application procedure and meet all postgraduate level entry requirements of the school. For further details please contact the information office at the chosen school.

 

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